Edelman Engage

A Day in the Life: Juan, Account Executive, Madrid



Name: Juan Salgueiro

What is your title/practice? Account Executive, Travel & Hospitality

How many people are in your office? 50 employees.

In 140 characters, what does your job entail? Establishing, maintaining and reinforcing relations with Spanish journalists. Working with clients like LAN Airlines, IBEROSTAR Hotels & Resorts and I try to understand their needs, meet their demands and advise them in PR ongoing activities.

How do you commute to work in the morning? I live fairly close to the office (taking into account Madrid distances). So I usually walk (25-30 minutes) to avoid the crowded metro. It’s a good way to wake up and start the day feeling fresh and full of energy.

What might you find yourself doing around 10 a.m. on a regular work day? I would probably be catching up with my emails. From the moment I get to the office at 9:00 a.m. until around 10:30 a.m., I read different kinds of daily media both online and in print, and I consult my planner to establish priorities for the day and the week . After that, I answer emails and continue with my daily tasks.

What are your top two sources of news and how often do you check them?  I read El País and El Mundo (Spanish national dailies) every day and I also read the most relevant tourism and travel trade media in Spain.

Which social platform do you use most often? For personal purposes, I use Facebook most often, however I value Twitter as a direct tool to get up-to-date information immediately.

What do you like best about your job? I like being in contact with so many people. It’s great to be in an industry that gives you the opportunity to learn and develop your skills in multiple disciplines. In the Travel & Hospitality department, for example, I might have to organize an international event with celebrities, address crisis situations, deal with economic results, organize press trips to exciting places and also work with colleagues from other Edelman offices. The best thing of all is getting to mix PR with travel. The only downside is hearing about other people’s travel adventures – it makes me jealous!!

How do you think the PR trends in your region differ from other regions? The biggest difference in Spain is a direct result of the economic crisis in Spain. There has been a fall in the number of people working in media, budgets have been cut and some publications have had to close altogether. Fortunately I strongly believe Spain is full of creative, demanding and competitive PR professionals who will help the country get through this situation.

What’s one thing you wish you knew as a recent college graduate? I would like to have been informed of what a PR professional is. This type of work is relatively unknown in Spain and there are some misconceptions about it. Had I known about the industry sooner, I’d have had a much clearer idea in my head about my future career path while I was at my university. Besides that, I knew several PR companies but didn’t know the real dimension of Edelman until being part of it. Maybe, it’s time to do some PR for ourselves!

What’s your favorite part about the Edelman culture? There are several aspects of the Edelman culture I like. It’s a very demanding culture, which drives us to provide our clients with a very high level of quality. Also, Edelman gives me the opportunity to constantly learn new things and develop my skills, helped in many cases by tools provided by

Other than that, I value the international focus of Edelman, its diversity and also the chance to meet and work with people all around the world.

How do you feel that the work you’re doing in PR will #ImpactTomorrow? By bringing the public closer and in direct contact with the top leadership of companies through strategic communications.

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